Marketing and Sales Operation Center of Excellence (COE) established for a large conglomerate based out of EIU region

The Client: Leading Global Conglomerate

The Challenge

Project Objectives

The CMO was losing sight of marketing performance in various geographies
Existing marketing platforms report overlapping information and were not easily digestible
Reporting was manually done by sales team, which resulted in low productivity
Marketing managers were having challenges in measuring the success of numerous marketing channels

The objectives of this research were:

To provide market, client, competitor and sector insight, initially focused on supporting Sales & Marketing, but down the line to support strategic and product management initiatives
To equip the firm with insight to empower staff with the relevant information
To provide a factual, current, actionable insight of the company performance

Our Approach and Work

Created bespoke web application using asp.net and SQL Server with ability to capture new enquiries and customers
Among the modules captured in this single view Marketing Dashboard are: Vendor Spend Analysis, Travel Spend, Partner Investments, Marketing Budget, Salesforce Pipeline, Share of Wallet, Reach, Propositions, ROI, Products & Services Mix

Outcome and Business Impact

Frost & Sullivan provided the client with:

Marketing Dashboard integrated with Salesforce to sync customer records and invoicing to provide CMO with real time sales vs. target
Fortnightly update of whole company’s quick view of sales, account development, and ROI
Increased accountability and performance of the company’s Marketing division